Get Compliant Before You Sell
Expanding across the UK and Europe is one of the most powerful growth moves you can make. Here’s how to prepare your compliance foundation — step by step — so you’re ready to sell from day one.
Who should read this?
This guide is for sellers who are setting up to sell on Amazon.co.uk, expanding from the UK into EU marketplaces, or adding new European countries to their existing catalogue. Whether you're preparing for your first listing or planning your next market, this is your compliance starting point.
You’re building a business that crosses borders. Compliance makes that possible.
Selling across Europe means reaching hundreds of millions of customers through one account. It’s a genuine competitive advantage — and the sellers who grow fastest are the ones who set up their compliance foundation early.Think of compliance as the infrastructure that enables growth. Just like you wouldn’t launch without a product listing, you wouldn’t expand to a new country without the right registrations in place. It’s a one-time setup that unlocks ongoing opportunity.This guide walks you through what’s needed, in what order, based on where you’re selling.
Selling in the UK
For sellers listing on Amazon.co.uk
If you’re starting on the UK store, your compliance setup is straightforward. Here’s what to have in place.
VAT registration
Value Added Tax (VAT) registration becomes mandatory once your taxable turnover exceeds £90,000 in a 12-month period. Below that threshold, registration is voluntary — though many sellers choose to register early to reclaim input VAT on business purchases.
Product safety documentation
If you sell products in regulated categories — toys, electronics, cosmetics, personal protective equipment (PPE), or childcare products — you’ll need safety documentation in place before listing.This includes: UKCA or CE marking (the UK currently accepts both), a Declaration of Conformity (DoC), and test reports from an accredited lab where your category requires them.How to check what you need: Use Marketplace Product Guidance in Seller Central. It shows which documents are required for your specific products in the UK market.
UK Responsible Person
If your products are manufactured outside the UK, you need a UK Responsible Person — an individual or company based in the UK who takes responsibility for the product’s compliance. If you manufacture in the UK, you already fulfil this requirement.
What do I need at minimum to sell on Amazon.co.uk?
For most product categories: a Professional selling plan, correct product safety marking (if in a regulated category), and VAT registration (above the £90K threshold). Some categories like food, beauty, and health supplements require pre-approval with supporting documentation. Use Marketplace Product Guidance to see exactly what applies to your products.
Pro Tip: Even if you’re starting UK-only, organise your safety documentation, test reports, and supplier details from day one. This makes expanding to Europe significantly faster when you’re ready.
Expanding from UK to Europe
For UK-based sellers ready to reach customers across EU markets
This is where most high-potential sellers land and where the opportunity gets exciting. The EU gives you access to ten Amazon marketplaces from one Seller Central account.The EU and UK operate separate regulatory systems since Brexit, so there are additional registrations to complete. Follow these steps in order and you’ll be set up to sell across Europe.
Step 1. Get an EU EORI number
An Economic Operators Registration and Identification number is your customs identity for importing goods into the EU.Since Brexit, goods moving from the UK to the EU are international shipments. An EU EORI allows your inventory to clear customs into Amazon’s EU fulfilment centres.Apply in any EU member state. If you’re planning to sell on Amazon.de first, apply for a German EORI through the German customs authority (Zoll).Important: Your UK EORI (starting with GB) doesn’t work for EU customs. You need a separate EU EORI number.
Step 2. Register for VAT in your target country
Tax registration that allows you to legally sell and store goods in an EU country.The key rule: In the EU, if Amazon stores your inventory in a country through Fulfilment by Amazon (FBA), you need to be VAT-registered there — regardless of sales volume.Your options: Register locally in each country where you’ll store inventory (most sellers start with Germany). Or use OSS (One-Stop Shop) — register in one EU country to simplify reporting for cross-border distance sales.The Service Hub in Seller Central connects you with vetted tax and compliance providers who can handle registration and ongoing filing across multiple EU countries.
Do I need VAT registration in every EU country?
Only in countries where you store inventory. If you use European Fulfilment Network (EFN) — where Amazon ships cross-border from one country — you may only need one EU VAT registration plus OSS. If you use Pan-EU FBA, you’ll need registration in each country holding your inventory. Many sellers start with one country and expand progressively.
Step 3. Register for EPR in your target countries
Extended Producer Responsibility (EPR) means that as the business placing products and packaging onto a market, you’re financially responsible for their end-of-life collection and recycling.Amazon requires EPR registration numbers to be uploaded before you can sell in key EU markets. Without them, your listings won’t be active.Start with Germany — it’s the largest EU marketplace. Register in LUCID (packaging register) and sign a dual system contract (e.g. Interseroh). For France, register with an eco-organisme like Citeo.EPR is national, not EU-wide. You need a separate registration in each country where you sell.
What is LUCID and why does Amazon require it for Germany?
LUCID is Germany’s central packaging register. Under the Packaging Act (Verpackungsgesetz), anyone placing packaged goods on the German market must register in LUCID AND contract with a dual system that finances packaging recycling. Amazon requires your LUCID number before listings become active on Amazon.de.
Do I need EPR even if I only sell a small number of products?
Yes. EPR applies regardless of volume. Even one unit of a packaged product sold into Germany requires LUCID registration. The fees are based on packaging weight and material — often modest for smaller sellers. But the registration itself is mandatory.
Step 4. Ensure product compliance (GPSR + CE marking)
The General Product Safety Regulation (EU GPSR 2023/988) sets requirements for all non-food consumer products sold in the EU and Northern Ireland — covering safety, traceability, and labelling.What you need: Manufacturer information (name, postal address, email) on the product or packaging. An EU Responsible Person if you’re based outside the EU. Traceability via batch or serial numbers. CE marking if your product is in a regulated category.Upload in Seller Central → Account Health → Policy Compliance → Regulatory Compliance.
How do I appoint an EU Responsible Person?
An EU Responsible Person is a company or individual based in any EU member state that agrees to act as your compliance contact. Options include specialised compliance services, a business partner or subsidiary based in the EU, or your freight forwarder if they offer this service. The appointment is contractual.
Does GPSR apply to products I sell on Amazon.co.uk?
The EU GPSR 2023 applies to the EU and Northern Ireland. It does not apply to products sold only in Great Britain (England, Scotland, Wales). However, if your products reach customers in Northern Ireland, EU GPSR requirements apply under the Windsor Framework.
Step 5. Upload everything to Amazon
Once you have your registrations complete, enter them in Seller Central: VAT numbers in Settings → Account Info. EPR numbers and GPSR info in Account Health → Regulatory Compliance. CE/safety documents via category-specific compliance requests.Then create your EU listings. Use Marketplace Product Guidance to verify you haven’t missed anything before going live.
Pro Tip: Start the process well ahead of your planned launch. VAT registration is typically the longest lead time. Work on EPR and GPSR appointments in parallel to save time.
Growing across EU markets
For EU-based sellers adding new marketplaces
If you’re already selling in one EU country and want to expand to others, your compliance foundation is mostly set. Your EU EORI, EU Responsible Person, GPSR compliance, and CE marking all carry over across the EU.What’s incremental: EPR registration in each new country (it’s national, not EU-wide), and VAT registration if you store inventory there via Pan-EU FBA.Some countries have additional rules. France extends EPR beyond packaging to textiles, furniture, toys, and sporting goods. Germany requires separate WEEE registration for electronics. Spain’s Canary Islands have different tax treatment.
If I’m already compliant in Germany, how quickly can I expand to France?
Your GPSR info, CE marking, and EU Responsible Person all carry over immediately. Your main new tasks are: EPR registration with a French eco-organisme (Citeo for packaging), and VAT registration if you’ll store stock in France. For many sellers, expanding from one EU country to another is significantly faster than the initial EU entry.
UK vs EU: What’s different at a glance
Compliance Category
Comparison
Product safety law
UK: GPSR 2005 (UK regulation) | EU: EU GPSR 2023 (stricter, enforced since Dec 2024)
Product marking
UK: UKCA or CE (both accepted) | EU: CE marking required
Responsible Person
UK: UK-based RP (for imports into UK) | EU: EU-based RP (for all non-food consumer products)
EPR packaging
UK: UK EPR active (Pay on Behalf available) | EU: Fully enforced, registration numbers required per country
VAT threshold
UK: £90K for UK-based sellers | EU: No threshold if storing inventory
VAT complexity
UK: 1 registration (HMRC) | EU: Multiple registrations (one per storage country)
Customs
UK: UK EORI | EU: EU EORI (separate number post-Brexit)
Amazon tools that support your compliance journey
Marketplace Product Guidance: Shows you per product, per country what’s required or missing. Check this before listing in any new market. Find it in Seller Central → Growth → Marketplace Product Guidance.
Compliance Portal: Where you upload GPSR information, EPR numbers, and safety documentation. Find it in Account Health → Policy Compliance → Regulatory Compliance.
Service Hub: A marketplace of vetted compliance, VAT, and EPR providers. Find support for registration and filing across multiple EU countries. Find it in Seller Central → Partner Network → Service Hub.
Account Health Dashboard: Your overall compliance status including regulatory alerts and policy flags. Find it in Seller Central → Performance → Account Health.
Compliance Portal: Where you upload GPSR information, EPR numbers, and safety documentation. Find it in Account Health → Policy Compliance → Regulatory Compliance.
Service Hub: A marketplace of vetted compliance, VAT, and EPR providers. Find support for registration and filing across multiple EU countries. Find it in Seller Central → Partner Network → Service Hub.
Account Health Dashboard: Your overall compliance status including regulatory alerts and policy flags. Find it in Seller Central → Performance → Account Health.
Did you know? Marketplace Product Guidance proactively flags compliance gaps before they become issues. Sellers who check it before listing in a new market can address requirements upfront and launch without interruption.
Common mistakes to avoid
• Try to list in EU before completing VAT registration → Complete VAT registration first — it’s typically the longest lead time
• Register in LUCID but forget the dual system contract → LUCID registration AND a dual system contract are both required in Germany
• Appoint a UK-based RP for EU sales → UK and EU require separate Responsible Persons — a UK RP doesn’t satisfy EU GPSR
• Assume CE marking covers all GPSR requirements → GPSR applies to ALL non-food consumer products — even those without CE marking
• Wait for a notification to address compliance → Use Marketplace Product Guidance proactively before listing
• Register in LUCID but forget the dual system contract → LUCID registration AND a dual system contract are both required in Germany
• Appoint a UK-based RP for EU sales → UK and EU require separate Responsible Persons — a UK RP doesn’t satisfy EU GPSR
• Assume CE marking covers all GPSR requirements → GPSR applies to ALL non-food consumer products — even those without CE marking
• Wait for a notification to address compliance → Use Marketplace Product Guidance proactively before listing
Frequently asked questions
Do I need all of this just to sell one product in the EU?
For EU markets, yes — EPR registration, VAT (if storing inventory), and GPSR info are required regardless of how many products you sell. The good news: once set up, these registrations cover your entire product range in that country. It’s a one-time effort that unlocks ongoing growth.
Can Amazon handle all compliance for me?
Amazon provides tools that make it easier — Marketplace Product Guidance, the Compliance Portal, Service Hub for finding providers, and EPR Pay on Behalf in certain countries. The legal responsibility remains with you as the seller, but Amazon’s infrastructure supports you throughout.
What if I use Fulfilment by Amazon (FBA) — does Amazon handle compliance?
FBA handles logistics (storage, picking, packing, shipping). Compliance — VAT, EPR, product safety, GPSR — remains your responsibility. Amazon provides tools to help you manage it, but the registrations and documentation are yours to complete.
Is Northern Ireland different from the rest of the UK?
Yes. Under the Windsor Framework, Northern Ireland remains aligned with EU product safety rules. The EU GPSR applies in Northern Ireland, and CE marking (not UKCA) is required there. If your products reach customers in Northern Ireland, ensure EU GPSR compliance.
What’s the difference between the EU Responsible Person and a UK Responsible Person?
They serve similar functions but for different regulatory systems. A UK RP is required for products imported into GB (England, Scotland, Wales). An EU RP is required under EU GPSR for non-food products sold in the EU. If you’re a UK seller expanding to the EU, you’ll need both.
¹Amazon internal data and EU SME report. Regulatory information current as of June 2026. Requirements may change. Amazon does not provide legal, tax, or compliance advice. Consult a qualified professional for guidance specific to your situation.
